Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?
Our marketing campaign aimed to inspire Canadians to choose Florida's Paradise Coast as an alternative to their traditional "cottage country" getaways in northern Ontario. Known for their summer escapes to lakeside houses, we sought to entice these travelers with the allure of Naples, Marco Island and the Everglades, highlighting their swift recovery and readiness to welcome visitors after the severe impact of Hurricane Ian.
Our primary objective was to increase and maintain overnight visitation from Canadians during a crucial recovery year. We wanted to ensure Canadians were aware that Florida's Paradise Coast was fully prepared to offer a fantastic vacation experience, countering any negative perceptions lingering post-hurricane.
Our campaign strategically targeted affluent families in the key Canadian markets of Greater Toronto and the Golden Horseshoe area. By focusing on the "shoulder seasons" of spring and summer, we aimed to extend the travel period and boost sustained visitation. The campaign emphasized the region's recovery efforts, the unique attractions of Florida's Paradise Coast, and positioned it as a compelling alternative to the familiar cottage country trips.
Ultimately, our goal was to drive awareness, inspire travel, and increase visitation from Canadians by presenting Florida's Paradise Coast as a premier destination for affluent families seeking new and exciting vacation experiences.
Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns. (for example, click through rates or ad equivalency)
The out-of-home (OOH) campaign in Canada yielded outstanding results, significantly boosting engagement and interest in Florida's Paradise Coast.
- The incredible results of this campaign also reflected in the overall visitation of the destination in 2023.
- Canadians represented 11% of the total visitation to the destination, a 201% YOY increase from 2022.
- There were a total of 129,000 Canadians who visited Florida’s Paradise Coast in 2023.
Return on Investment: How much revenue has the piece or campaign generated and how does this compare to your goal? What was the return on investment?
- 7.4M+ impressions served across all OOH placements.
- Canada became the top international market for website visits, with 52,368 total visits, reflecting a 105% year-over-year increase from 2022.
- 11% of total visitation to Florida’s Paradise Coast in 2023 came from Canadians, representing a 201% year-over-year increase from 2022, with 129,000 total Canadian visitors.
- Adara Impact data showed that digital ads led to 12,961 hotel and flight searches, resulting in 398 flight bookings and 112 hotel bookings, generating $302,961.75 in gross hotel revenue.
Entry Title
Collier County: Only Paradise Will Do Winter Canada Campaign
Division
Advertising - Brand Campaign